By Rivi Bloch To an outsider, Japan’s mobile market presents a paradox. On the one hand, mobile phones are so ubiquitous that keitai culture (mobile culture) is an entrenched concept in Japanese society. On the other hand, even as smartphone penetration grows, feature phones remain stubbornly popular, according to recent eMarketer data. While some observers chalk that paradox up to Japan’s ageing population, my experience on the ground in Japan over the past two years tells a different story, one that’s especially relevant to mobile marketers looking to tap into the Japanese market. Japan is an Island On a map, Read full story › Source: The Drum...
Read MoreIn the Director’s Chair: Doug Liman on moving into TV early and wishing movies went as smoothly as ads
By Charlotte McEleny The latest in The Drum’s Director’s Chair series is award-winning Hollywood and TV director Doug Liman, famed for his work on the Bourne franchise, Mr & Mrs Smith and TV series The OC. In this week’s article, Liman discusses his move into TV, as well as the differences in working on films versus adverts. We’ve previously asked the very same questions to Traktor, Eli Roth and Mea Dols de jong. Who or what inspired you to be a Director? (or who are your creative heroes and why?) I started making movies when I was eight. I think my influences Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny Coca-Cola is on a digital transformation journey, making sure it is a brand that is relevant for a generation that doesn’t see a line between “the online world and the offline, the reality and the augmented reality.” Speaking at the Adobe Symposium in Singapore this week, Mariano Bosaz, vice president of digital transformation, Greater China and Korea at The Coca-Cola Company, played on the brand’s tagline ‘It’s the real thing’ to explain how it was aiming to ‘beat’ the real thing by adding in augmented reality. He said, digital transformation “enables us to extend the experience that goes the Read full story › Source: The Drum...
Read MoreBy John Glenday Facebook has taken steps to prevent discrimination via its ad targeting system by removing over 5,000 filter options linked to attributes such as ethnicity and religion in a bid to prevent the service from being abused. The social network was forced to act following an investigation by the US department of housing and urban development which found that some landlords and vendors were violating the principles of the Fair Housing Act by limiting advertising to particular demographics. In a blog post explaining the cull Facebook wrote: “While these options have been used in legitimate ways to reach people Read full story › Source: The Drum...
Read MoreBy Sonoo Singh Are six-second ads a quickfire route to advertising success or a shortcut to nowhere? Six creatives have their say on the worth of the six-second format. Laurence Thomson, chief creative officer, McCann London Decades ago, in the heady days of the internet before your Facebooks and YouTubes, I came across an artist’s work. He placed a camera in hundreds of different locations at the same height and angle, set the timer for five seconds then pressed the shutter and ran away. While I liked the result (not in a thumbs-up emoji way, just a plain old like), ask yourself: how far did he Read full story › Source: The Drum...
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